影响中国老年人牛奶选择的产品因素
Ao Chen1,2, Saleh Moradi1,2,3, Joanne Hort1,2
1Food Experience and Sensory Testing (Feast) Laboratory, Massey University, Palmerston North 4442, New Zealand.
Foods (Basel, Switzerland)
|February 10, 2024
概括
中国消费者在购买牛奶时优先考虑品牌,营养,价格和保质期. 赠送牛奶转向包装,不太重视价格和其他产品细节.
科学领域:
- 消费者行为 消费者行为
- 食品市场营销 食品营销
- 乳制品科学 乳制品科学
背景情况:
- 牛奶是文化上重要的食物,也是中国老年人的礼物.
- 了解消费者偏好对于有效的牛奶营销策略至关重要.
研究的目的:
- 确定影响中国老年人选择牛奶的关键产品因素,用于自我消费和赠送.
- 探索牛奶购买决策中的人口和区域差异.
主要方法:
- 在中国五个城市,对1000名年龄在45-75岁的参与者进行了选择模拟和调查.
- 参与者评估了八种牛奶产品替代品,用于自我消费和赠送,并报告了所考虑的产品因素.
主要成果:
- 品牌,营养信息,价格,保质期和生产日期是自我消费的主要考虑因素.
- 女性和年轻人更喜欢国际牛奶品牌.
- 当牛奶被选为礼物时,包装风格变得更加重要,而价格的重要性则下降.
结论:
- 牛奶购买决策受到品牌,营养,价格和保质期等因素的影响,根据消费目的 (自用与赠品) 和人口统计数据的差异.
- 营销策略应该考虑这些细微的消费者偏好,特别是向礼品包装的转变.
- 品牌熟悉度的区域差异可能会影响产品的受欢迎程度.
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